Preface

In modern business, information is a key factor of production and service. How to measure business performance of an information intensive organization (IIO) while reflecting the functions and features of information becomes a key question. The aim of this research is to develop an approach to model and analyse information based activities in IIOs from the organisational morphology perspective, together with the methodology for measuring IIOs’ performance.

The main outcome of this research is the multi-level framework for morphology-based organisational effectiveness assessment. The inputprocess-output model, data flow diagram method and organisational morphology model construct the three levels of the framework sequentially.Communication effectiveness index and control effectiveness index are derived as performance measurement indicators to assess the marketing effects.

Application and evaluation of the framework are based on the case study at China C University MBA Education Center. An evaluation model is built based on Clark’s framework for marketing performance assessment.The results from proposed framework and evaluation model match, which indicates that the multi-level framework correctly predicted the performance.

The contributions of this research are summarised in three aspects. In the academic aspect, the multi-level framework further developed the organisational morphology analysis in organisational semiotics and made the method applicable for practical use. In the methodological aspect, the multi-level framework for morphology based organisational effectiveness assessment provides an approach to model an IIO and assess its performance based on information based marketing activities. In the practical aspect, the research offer a systematic approach and steps to assess the effectiveness of marketing. Compared to other methods, the proposed multi-level framework has a practical advantage of being able to predict the outcome of marketing activities by monitoring its efforts.Marketing efforts can be assessed in real time and plans can then be adjusted to improve the outcomes.

One of the great joys of completing this book is to look back on the research journey, and enjoy the piece-by-piece progress. The research process can be a lonely and seemingly endless experience. This research could definitely not have been accomplished without support from numerous professors and friends.

First and foremost, I would like to express my gratitude to my supervisors Dr. Keiichi Nakata and Prof. Kecheng Liu in Henley Business School, University of Reading. I first met these two great professors by chance at a work related meeting in Beijing in 2007. Their enormous knowledge and dedicated attitude impressed me tremendously. Thanks to Dr. Keiichi Nakata, for his constant support, expert guidance, continuous encouragement, invaluable suggestions, understanding and patients for the past six years. Without his help, I would never have finished this thesis.Thanks to Prof. Kecheng Liu, for leading me to this field. His wisdom,effort and patience helped me over many obstacles during the study. I deeply appreciate him and hope we have a chance to collaborate again in the future.

I also would like to express my sincerest appreciation to the employees and students at the China Agricultural University MBA Education Centre. I thank them all for their time and contribution to the development of the survey, administering the questionnaires, and work in data collection. They provided a treasure to this research. Thanks also to Prof. Bill Curtis, whose rigorous editing made this thesis a smooth and pleasant read.

Finally, I owe my sincere thanks to the reviewers of published papers and authors of extensive references. Their critical comments and valuable materials helped me to raise this research to a higher level. Thanks to all the people who have helped me during the research process over the past six years. You all made my dream come true.

Gu Zheng
Reading, UK